Google Guaranteed changed the paid advertising ecosystem by offering qualified phone calls & the ability to dispute invalid leads. Furthermore, Google is able to strengthen its transactional layer by adding a layer of trust to calls, messages, &  bookings depending on what our clients opt into. Last but not least, Google Guaranteed & LSA in general ditch keywords in favor of a simple Category to job type structure. Google Guaranteed one of the most powerful solutions in the paid advertising space for lead generation for the categories which it supports. Responsiveness, Radius, Reviews, & the bid are all drivers to performance and factors of ad ranking. Trust revolves around earning & maintaining the badge!